>>> what makes it effective is governor romney's voice. and the fact that when you listen to the extended statement, you can make a plausible case that the tone was dismissive and so the ad reinforces something that people are inclined to believe about a republican, and they do it by showing you governor romney saying something and now a second factor comes into play. he said it in private. and when we're judging messages, we have these shortcuts that we just come to trust. politicians say things in public, i really want to know what they say in private. i'd like to know if they're the same thing. so we get something that supposedly was said in private to wealthy donors, we're more likely to think that it represents what the candidate actually thinks. remember how barack obama was hurt by the statement about clinging to guns and religion, same dynamic. what does he believe behind closed doors about you? and that's the other piece of that that's effective. you can identify with those people on the screen. and you can say even if you do pay